7-B: Bad Experiences Increase Social Closeness Over Time

The paper explores how shared bad consumption experiences influence consumer relationships. Although past research shows bad experiences generate lasting personal unhappiness, we find that bad experiences can benefits consumers in a new dimension – strengthening social relationships with others who shared the experiences.



Citation:

Kailuo Liu and Cindy Chan (2017) ,"7-B: Bad Experiences Increase Social Closeness Over Time", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1046-1046.

Authors

Kailuo Liu, University of Toronto, Canada
Cindy Chan, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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